Looking to generate more leads this year for your B2B company? Video marketing should be on your radar. For years, I’ve been encouraging my clients to take advantage of all of the benefits video marketing has to offer, including driving traffic, nurturing prospects, and educating customers. It also happens to be the leading content that B2B marketers use, which makes sense considering our consumption of video continues to increase significantly year over year. But given the amount of videos that are being pumped out, how do you make your business stand out?
In order to help you stand out from the crowd, here are my top suggestions for generating B2B leads with video.
Educate throughout the sales process
The B2B sales process can be convoluted at times, but video marketing can help simplify the process due to its adaptability. Before creating any videos, I encourage my clients to think about what their goals are: do they need help attracting new business? Converting sales? Depending on how they answer, I recommend a different type of video format. For example, explainer videos, such as an animation that introduces your product or service, are very effective for customers who are at the top of your funnel, whereas a video testimonial that speaks of a customer’s experience can help convert a sale for a prospect who is at a later stage in the funnel. While video production is more cost effective these days, it’s still an investment and one that should be based on a strategic approach.
Call-to-actions (CTAs) shouldn’t just be limited to the landing page of a website. In fact, all videos should have a clear action for your viewers to take after watching the video, whether it’s contacting your business for more information, or signing up to receive a free trial or additional content. I also encourage my clients to take advantage of tools such as post-click landing pages and contact forms to collect customer information right then and there. But don’t worry, you can leave the technical know-how to the experts at CreativeWorks Marketing!
Another strategy for collecting customer information is to promote “snippets” of content that require viewers to provide their information for access to the full-length content. If this is a strategy you choose, it’s important that you create high quality content to keep your leads engaged throughout the process.
Repurpose your content
One of my favourite things about video is its ability to be repurposed. Videos can be used on your website, social media pages, converted to podcasts and much more. And as previously mentioned, the types of videos you can create are endless, including video testimonials, teasers, animations, product demos, webinars, case studies, etc. No matter the type of video you create or where you use it, the important thing to remember is that you communicate value and build a relationship so that your customers feel obligated to stay along for the ride.
If you want to stay competitive in the B2B marketplace, you need to consider implementing video into your marketing strategy. Luckily, CreativeWorks Marketing knows video. We started as a video production company over 25 years ago and we still have a deep connection to our roots. Contact us today to learn how we can help you create a lead generation campaign using video today!